DCM

Double Click Campaign Manager

DCM

 Double click campaign manager which is an Ad server for Advertisers.

 DCM helps advertisers or agencies to create tags or trackers by which they
can track their campaign performance and status of delivery.
 Create multiple trackers or tags
 Web based tools used for Ad management.
 DCM is a tool Provided by Google
 DCM is used for reporting.
Third party Ad serving System

The purpose of ad serving is to deliver ads to users, to manage

the advertising space of a Web site and, in the case of third party ad servers, to
provide an independent counting and tracking system for advertisers/marketers.

Third-party ad serving refers to a common online scenario in which a website

operator or publisher presents content for users and the site also
includes advertising delivered by another provider.

It is a platform which stores display ads in a server

Campaign
Management User

Upload Creatives
Tags

Advertiser Ad Server Publisher Ad Server

Tags

Fetch to get Creatives

 Campaign Manager Hierarchy
Account/Network

Advertiser

Campaign

Site/Placement

Ad

Creatives
 Admin : can Give the Access, Role and responsibilities.

 Advertisers : Stores the Creative Libraries.

 Campaign : Placement Ad creates can be viewed.
 Placements : Compatibility , ad slot, dimension and Pricing.
 Ad : When ,where the Ad appears on the publisher websites.
 Creatives :HTML5, GIF’s, JPG etc to the publisher.
Placements Types
 Placement : Creates multiple placements

Package : A package is a group of placements on the same site or app.

Roadblocks : it's intended to be a group of placements that all appear on the

exact same page, not just the same site. Typically, the purpose of this is to
ensure that only your ads serve to the page, not any other ads from other
campaigns.

 Placement and roadblock pricing contains the same.

Ad Types :

 Default Ad :
If the publisher Ad server has a technical Problems in end date or etc – A default
Static image will be displayed.
It acts as fail-safe and will serve if standard ad fails for any reason (i.e.
impression is served outside of the defined date range for the ad or targeting
parameters).
 Standard Ad : Banners , video are trafficked in the DCM will be hosted. Html,
rich media, video audio etc.
 Click Tracker : Tracks click for 1x1 placement and determine the landing Page
URL.
 Tracking Ad : Both the Click Tracker and Impression for the 1x1(or site served)
Creative Types :

 Batch Upload:
 Add from the advertiser:
 Display:
 Display Image Gallery:
 In-stream video
 In-stream video re-direct
 In-stream audio
 Custom display
 Custom display interstitial
 Display redirect
 Tracking
 Batch Upload: It will upload
creative in a
bulk.

 Add from the advertiser:

It will add from

the library.

 Display:
Standard
different size will
be uploaded.

Automatic
 Display Image Gallery: Multiple slides will rotate the
be added in the image for 3
wed page and sec
mobile app
 In-stream video Allow to track
the stream
video creatives

 In-stream video re-direct Creatives allow CM to track

video creatives, including
those that are running on a
non- campaign manager. Get
the control that will run on
the different ad server.

 In-stream audio
MP3,FM,ganna..the will
be recorded and will be
played automatic(with in
website we will have an
audio,com
 Custom Creatives
 Custom display are used to embed
media assets
within custom
HTML code

Creatives are displayed

 Custom display interstitial in a separate browser
window, such as a popup
you don’t need to define
the dimension of the
 Display redirect creative.

We can track it
by
 Tracking implementing
the 4th party

Pre-defined
creative
tracking feature
Creative types:

Display File type and limits

Static. Image jpg, png etc 100 kb
HTML5 200kb (up to 300kb)
Rich media We need to be added to the
campaign via “ add from
advertiser” once creative has
pushed to the “studio” to DCM

Video File type and limits

In-stream video .MOV or .Mp4 file

100 MB(upto 1GB)
 What if the
Maximum File Size creative file size
is over the limit ?

 Reach out to the PL team and exceeded the file size.

 PL will reach out to the media team and get the confirmation that is accepted
by the publisher.

 Note the confirmation in Email Template.

Campaign Creative Process
 Campaign Protector
 Campaign name
 Associate with an advertiser
 Status
 Define the campaign default URL
 Importance of campaign default URL
Placement Creation Process

 Understanding about the need of placement

 Important of Placement compatibility
 Agency
 Flight dates important – media cost
 Important of placement flight date and testing start date
Compatibility Overview
 Creatives, ad and placements must all share at least on compatibility.
Display : appear on the page of a website.
Display interstitial : Can appear full stream with in the mobile app
In-stream Audio: Audio player
In-stream Video: Video player
Stages of trafficking
 Confirm Receipt:
Replay to the traffic request with the confirmation that you will be handling the
request.

 QA CRS:
Keep a running list of any issue there may be with the CRS or campaign assets.

 Initial Trafficking:
Traffic and send the tags for all sites that didn’t have any issues.

 Email Media Planner:

Onshore and offshore.
Send one consolidated email with the list of the campaign.
Naming Convention Instruction
 Advertiser : Test_Advertiser_Empname
 Campaign : Test_Campaign_Empname
 Placement : Test_placement_Compatability_dimension_empname_date
Compatibility : browser window specification
1) Display – dimension
2) Display interstitial – No dimension
3) in-stream audio – No dimension
4) in-stream video – No dimension

Example :
Test_Advertiser_Spandana : 9643239
Test_Campaign_Spandana : 23286832

Test_Placement_Display_300x250_Spandana_02-10-19
Test_Placement_Display Interstitial_300x250_Spandana_02-10-19
Test_Placement_in-stream video_300x250_Spandana_02-10-19
Dart Served and Site served
Placement Creation With Four
Compatibility
Display : We can select the dimension only for the Display
compatibility

Display interstitial :

We will not get the option to select

In-stream Audio: the dimension because of the
browser window size.

In-stream Video:
Creation of default Ad

 Default ads serve when no other ads are eligible to serve to a placement. That way,
there's always an ad to show your audience. Default ads have no targeting criteria,
so any user is eligible to receive them.

 Available for: Placements with display or in-stream compatibility.

 How they're created: Campaign Manager automatically creates default ads for in-
stream and display placements. As soon as you add a creative with the right asset
type, size and compatibility, Campaign Manager creates a default ad for it and
assigns it to all matching placements.
 When they're required: Required for display placements unless you change your
Campaign Manager settings. You need one default ad for every size supported by the
placement. Never required for other inventory.
Standard Ad Trafficking Process
 Why a Standard Ad is used ?

A Standard ad shows uploaded creative to the

users.

 They serve to a placement and display the creative assigned to them, they
serve any dimension ads.
 Standard ads are their intestinal or in-page.
 We can use standard ads for any creative type you want: display,in-
stream,HTML5 banners and rich media.
Standard Ads Trafficking Process
Creative assignment

Important of
Run date Creative
Placement
rotation
assignment
process

Start date/end time : set the start date or end date for your ads to start serving.
 Ads using hard cut off : (7 days past end date + hard cut-off)
1) Stop serving immediately
2) It will by update to inactive after seven days
 Ads not using hard cut off(No activity 30 days after end date + no hard cut-off)
1) Campaign manager will inactive after 30 days.

Impression Ratio :
Example : AdA : 1 AdB : 3
That means Campaign Manager will serve Ad B three times as often as Ad A. For
every impression on Ad A, Campaign Manager will make sure it serves Ad B three times.
Creative rotation Process
 Creative rotation is for ads with multiple creatives. Each time your ad serves, the creative rotation settings
determine which creative Campaign Manager delivers with your ad.

There are 5 types :

1. Sequential :
 In a sequential rotation, the creatives are served to a user in the order you specify.
 Set the order in the Order column. You can enter values or use the arrow keys (up and down).
 Example : Your ad has three creatives: A, B, and C. You set the rotation to Sequential.
 In the Order column, you enter 2 for creative A, 1 for creative B, and 3 for creative C.
 That means creative B serves first, creative A serves second, and creative C serves third. The order from top to
bottom doesn't matter. All that matters is the order of the numbers you enter in the Order column.
 The first time a user sees your ad, the user sees creative B. Campaign Manager selects that creative to serve
first because it's number 1.
 The second time a user sees our ad, the user sees creative A. Campaign Manager selects that creative because
it's number 2.
 The third time a user sees your ad, the user sees creative C. Campaign Manager selects that creative because
it's number 3.
 The fourth time a user sees your ad, Campaign Manager starts over and shows creative B again.
 Even :

In an even rotation, your creatives rotate evenly. Each time your ad is served,
Campaign Manager selects a creative at random. Because each creative has the
same weight as the others, they should all be served about the same number of
times.

This is the default rotation.

A random rotation tends to serve each creative with roughly equal frequency.
However, image creatives may serve more often than other creatives in your
rotation if your sites use standard tags. Standard tags only work with image
creatives.
 Custom :

In a custom rotation, you set your own weights for each creative. If a creative
has a higher weight than the others, it gets served more often.
Set custom weights in the Weight column.
 Example :
You have two creatives, creative A and creative B.
Creative A has a weight of 8. Creative B has a weight of 2. That's a total of 10 for
both creatives.
Creative A serves about 80% of the time. That's because its weight is 80% of all
the weights: 8 is 80% of 10.
Creative B serves about 20% of the time. That's because its weight is 20% of all
the weights: 2 is 20% of 10.
 Click through Rate :
In a rotation based on click-through rate, the creative with the highest click-
through rate is served much more often than the other creatives.
Campaign Manager delivers the winning creative at least 75% of the time, plus a
portion of the remaining impressions: the last 25% is divided evenly between the
all the creatives, including the winner.
These numbers are reflected in the weights for your creative.

 Optimized :
1) Campaign Default (click)
2) Clicks
Exception: - Site served
 When standard ad is used with 1x1 creative.
 It contain 2 exception (To track the impression )
1) Creation of impression tracker

Upload 1x1 Assign

creatives along with
that pixel
Create standard ad

1x1 - placements

Pull the tag and shared it to the publisher

 2) Display Redirect:

1) Use a display redirect creative to redirect to content hosted by a Fourth

party (non-Campaign Manager). The redirect creative has no assets
and redirects to a URL you specify. Enter the URL of a non-Campaign
Manager image tag. Use a custom display creative to redirect to another
creative hosted by Campaign Manager.
2) To Track the impression to benefit the 4th party vender.
3) Just add a URL ,not upload 1x1 creative and assign to standard Ad.
4) Placement, standard ad and Display redirect – Trafficking this and share the
tag to the publisher.
Trafficking impression and click tracker
Ad
 Click Tracker :

Understanding about the impression tracker(1st

exception)

Pixel implementation Process(1x1 pixel)

Understanding about the click tracker

Concatenating click URL’s

 Understanding about the impression

The whole process of 1x1 placement and 1x1 creative - 1 st exception

 Pixel implementation Process(1x1 pixel)

Creations of 1x1 pixel – whole process

 Understanding about the click tracker

We need to add the LP to track the click tracker.

 Concatenating click URL’s

Example : https://:&IO=[LANDINGPAGE]

1) It helpful for the 4th party vendor.

2) 4th party vendor to track the number of clicks.
3) Publisher – Site served .
Tracking Ad

 Use tracking ads to track non-Campaign Manager content. This way, you can
use Campaign Manager reporting tools to check clicks and impressions even
when content is not served by Campaign Manager.
 Record impressions and clicks on ads that are not served by Campaign
Manager, including on mobile applications.
 Record impressions and clicks on HTML emails (they must allow images and
referrer calls).
 Tracking ads are easier to set up than an impression pixel and click tracker
combination. Unlike click trackers, tracking ads record impressions as well as
clicks.
 It contain 1x1 placement, Tracking creative and Tracking Ad.
Standard Ad Click Tracker Ad Tracking Ad

Any creative can be N/A Tracking creative(No

uploaded(html5,vedio,audi uploaded process( define
o,rich media) the creative – called
tracking creative)

Targeting can be done N/A(creative is done from N/A

Ex - Geo the Publisher end so, its
just the link)

Event Tags can be added Concatenation is enabled Event tags(4th party pixel)

Display property(if u N/A N/A

upload any dimension it (We will create only 1x1) (We will create only 1x1)
will display)
Tracks Impression and Click Track on click Tracks both Impression and
click
Impression Tracking
 Impression Tags refer to a set of code (typically JavaScript or image pixels)
that track Steel House impressions back to a 3rd party ad server such as
DFA. Impression Tags are provided by the third party ad server and are placed
in the 'Advanced' portion of the tracking area within each ad group or
creative.

 Set up impression tracking.

Create a 1x1 placement and assign a 1x1 ad with a 1x1 creative. Export tags for
the placement and implement them in the email with your ad.
Some websites may not be able to cache-bust (by adding a random number to the
ad tag each time it is called). In such cases, resulting impression numbers may
not reflect every ad view, but will more closely track the number of times the
email is opened. Also, email clients such as Outlook or Lotus might not read
JavaScript; therefore, client-side JavaScript is not a reliable option.
Click Tracking
Click tracking is a technique used to determine and record what computer users are
clicking with their mouse while browsing the Web. The clicking action is then sent and
logged by the client, Web browser or server while the computer user continues to explore
and click around the ad application or Web page. This method is quite useful for
determining the effectiveness and productivity of market research and software testing,
among other things.
Set up click tracking.
There are three methods by which clicks can be tracked in a non-banner HTML email:
 Vanity URL, also known as a 302 redirect or virtual directory. This method is fairly
common. To employ it, the advertiser must set up a virtual directory on their site.
Campaign Manager cannot perform 302 redirects for clients. The redirect URL of
the 302 virtual directory requires a click tracker ad.
 HTTP meta-refresh. Campaign Manager cannot set up a meta-refresh page. The
advertiser must set up the page and must use a click tracker ad as the redirect
URL.
 Click tracker ads. Dynamic click trackers are generally preferred because they
can be deactivated from within Campaign Manager.
Difference between Ad Serving and Ad Tracking
Standard Ad

 A standard ad shows your creative to users. They serve to a placement and

display the creatives assigned to them. To set up a standard ad, click New >
Standard in your campaign.
 When someone visits a site with Campaign Manager placement tags, Campaign
Manager serves the ad and the creative appears. The creative assigned to
your ad is what the user sees on the site. Different ads may serve depending
on targeting criteria. Standard ads are either interstitial or in-page. You can
use standard ads for any creative type you want: display, in-stream, HTML5
banners, and rich media. You can also use standard ads for redirect creatives.
Click Tracker Ad

 Click trackers are ads that are used to record the number of clicks on text
links, links in emails, or on other elements that are hard-coded on a website.
They can also be used to track clicks on creatives that are not delivered by
Campaign Manager.
 To create a click tracker, click the New > Click tracker in your campaign.
 For help completing the click tracker properties, use the guidance below.
 For info about click tracker tags or help setting up a meta refresh, see our
placement tags guide.
Tracking Ad

 Use tracking ads to track non-Campaign Manager content. This way, you can
use Campaign Manager reporting tools to check clicks and impressions even
when content is not served by Campaign Manager.
 Record impressions and clicks on ads that are not served by Campaign
Manager, including on mobile applications.
 Record impressions and clicks on HTML emails (they must allow images and
referrer calls).
 Tracking ads are easier to set up than an impression pixel and click tracker
combination. Unlike click trackers, tracking ads record impressions as well as
clicks.
Cookies :
A cookie is a text file that a Web browser stores on a user’s machine. Cookies are
a way for Web applications to maintain application state. They are used by
websites for authentication, storing website information/preferences, other
browsing information and anything else that can help the Web browser while
accessing Web servers. HTTP cookies are known by many different names,
including browser cookies, Web cookies or HTTP cookies.
Helps the advertiser or the publisher to sell the products. Search on the based of
the users intersect

Cache:
This is a Temporary storage area that houses frequently accessed data and keeps
it ready for speedy access. This saves the computer from having to retrieve the
information from main memory every time its required. In other terms, a cache
can store much of a web pages content instead of requesting all the data from
the server again.
 4th Party Pixel – How it works?
Campaign
Manager
4th Party Pixel
is dropped a
cookie
Ad 4th Party
pixel
Cookie
Tag As the Ad gets loaded in
Publisher website

User Browser

Helpful for the

Advertiser
Cookie in the user
browser will track
the users online
behaviour

Pass the tracked

information to
the 4th party
vendor
4th party vendor will segment the captured user data
on different Parameters

Segmentation Huge
data
Event Tags
 The simplest use of an event tag is to allow vendors to log the number of
impressions or clicks on your ads. Or you can add a survey URL to an event tag
(an impression event tag) to launch surveys for your vendor when your ad
serves.
 Set up event tags to track your ads with non-Campaign Manager tracking URLs:
impression pixels, click tracking URLs, and survey URLs. These URLs allow
parties outside Campaign Manager to log information about impressions and
clicks on your ads, and to launch surveys.
 Create one event tag for each tracking URL you need to use. You can apply your
event tags to many ads at once, and quickly manage them across your
campaigns. When you apply an event tag to an ad, it uses your third-party
tracking URL each time it serves. By default, every creative in the ad will use
the tracking URL.
 In each tracking URL, you can add add additional keywords, key-value pairs, and
macros that capture the exact creative involved in each impression, click, or
survey—as well as other useful information about ad activity.
Event Tags

 Event tags will be created in Advertiser and the campaign level.

 Implementation the 4th party pixel.
 Two type 1) impression and 2) Click
 Advertiser – imp and click, 20 tags for each can be added.
 Campaign – imp and click, 20 tags for each can be added.
 Enable happening in Campaign level
Event Tags (ON | OFF)

 We can switch off and on in the standard Ad, near landing page.
 4th party tag Implementation
Tag type Implementation Process
Standard Imp (impression tag) Display re-direct
and click
Site
Served
(Click) Click
Tracking ads
concatenation

Dart
Served Standard Ads
DCM Event Tag
Blacklist and whitelist Sites
 Blacklist Sites :

It will not server for those particular sites.

 Whitelist Sites :

It will make sure to run on the those sites.

This is where the whitelist vs. blacklist question arises; a whitelist includes a list
of acceptable sites on which to run inventory (all others prohibited), while a
blacklist denotes those sites where inventory is not to serve, ever.
HTML5 Creatives :

HTML5 creatives Specs.

HTML5 creatives QA process.

Important of HTML5 back up creatives.

Understanding about the Hardcore creative

concept.

Important of click URL

 What is
HTML5
 HTML5 banners are non–rich media creatives that use HTML5 and appear
within set borders on a page.
 To set up display creatives with HTML5, upload your HTML5 creative
to DCM in the form of a .zip file. The .zip should consist of an HTML file plus
any files referenced by the HTML file.
 3 types of creatives HTML5:
1) ZIP – Standard AD
2) Backup Creative
3) Default Creative
 Steps for QA and uploading HTML5
1) Ensure each asset is individually zipped and there is a static backup creative
of each size.

2) HTML5 Validator

3) QA Preview

It should contain 1x1 boarder.

Rich Media
 Rich media is a digital advertising term for an ad that includes advanced
features like video, audio, or other elements that encourage viewers to
interact and engage with the content. Rich media lets agencies create
complex ads that can elicit strong user response.

 Rich media creatives are built in Studio. These creatives use HTML5 to give
ads complex features: rich media creatives can play videos, support multiple
interactions, expand or float across the page, and engage users with other
effects. Assign rich media creatives to Standard Ads.

 When you use rich media creatives, you can also track how users interact with
these features. For example, you might track the number of times an ad is
expanded, which interactions are popular, or how many times a video is
watched until the end.
Exit link URL Process :
 Exit are any interaction with the ad that takes user to Landing Page.
 In Rich media it contain lots of Landing Page and going to the correct pages

 2 types:
1) Set LP for the exits in your rich media properties.
2) If you want to use different exits for a particular Ad.
Rich media Associations
In order for a creative agency to push rich media creative from double click
studio to DCM an association must be made in DCM.

 Creating agency must generate a Trafficking code to associate their studio

account with your DCM account.
 Once you receive the trafficking code
 Go to the advertiser using the advertiser ID(code) the media team provided.
 In the properties tab, scroll down the associations and click “ new
association”.
 Paste the trafficking code into the field on the pop up window after, and hit
save.

DCM and studio will be associated.

Merging creatives:
 Once an association is made with Double click, creatives agencies can push an
updated Rich media assets to DCM. Updating those creatives on DCM is called
Merging.
 Its important to only merge a creative when you receive notice from the media
team.
 Steps:
1) To merge creatives
2) Go to ad specified by your media team.
3) Click for creatives tab.
4) Click for the icon.
5) Click on it and DCM will show you the creatives with available updates.

Updated to DCM rich media will apply to DCM tags that have already been trafficked to
publishers, no need to traffic them - (if its RM also no need to share the tag again,
same as the optimization)
Video creative :

 Components of an in-stream video creative, The raw video asset you upload
to Campaign Manager is known as your source file. Your developer may
provide multiple versions of the video, and Campaign Manager will also
transcode your assets.
Video creatives Types :

There are three main types of video creatives you’ll work with in Campaign
Manager:
 In-stream video: These creatives typically contain a single video and are not
interactive.
 In-stream video redirect: These creatives allow Campaign Manager to track
other in-stream video creatives, including those that are running on a non-
Campaign Manager ad server. The in-stream video redirect creative has no
assets and redirects to a VAST URL you specify. Learn more about
in-stream video redirects.
 Video Player-Ad Interface Definition (VPAID): This is a rich media creative that
is delivered as an additional media asset type within a VAST tag. VPAID is
typically used for ad interactivity in a publisher’s in-stream video player. VPAID
creatives can pause or mute the video player and bring up their own content,
including interactive options. Similar to VAST, a publisher needs to be VPAID
compliant in order to render VPAID assets correctly. Learn more about
VPAID in Campaign Manager.
Video Trafficking and QA:

In-stream and tag types

Pre-trafficking QA

In-stream and companion Banner specs

Video Transcoding best practices

Video QA
VAST : Video Ad serving Template

 In stream video is video served before(Pre-roll)in middle of(mid roll) a after

(post-roll) streaming video content. Ad’s serves video ads into content stream
using VAST tags.

 In stream video ad tags contain all the information required for a video ad
request including video files, additional ads(companion creative 300x250,
300x60), tracking or interactivity.
In-stream and Tag types - VAST
 VAST tags were standardized by the interactive adverting by the interactive
adverting bureau (IAB) allow you to quickly serve video ads to multiple
publishers video player without additional or customized word.(Eg : mp4 n
etc)

 VAST is most commonly used video tag format.

 One VAST tag can have multiple targeting pixel.

 VAST tags package all video serving files, companions and tracking pixel for
delivery into the publisher video player. (advertiser will share the tracking
pixel 0.2,0.3,0.4)
Vpaid in Campaign Manager
 Vpaid in a rich media creative that is delivering as an additional media asset
type within a VAST tag.

 Vpaid need to be Vpaid complaint into render the assets.

 Vpaid Creative allow a user to interact with the video.

 Since Vpaid creative are rich media , you cannot upload directly to DCM
Pre Traffic QA :
 Compiled all necessary video files from the media team and they are aligned
with the publisher specifications.
 If the media planners has not provided a spec sheet for each publisher, reach
out and make sure your receive it before you begin trafficking.
 If there are Companion Banner along with the video you will need to know
and have the corresponding banners sizes and creative.

 Once you have all the correct creative and specs are aligned traffic video
creative
 VPAID : import video from the advertiser level
 VAST : batch upload video file.
In-stream and companion banner specs
 Video files :
 File size – DCM accepts a max of 1GB.
 Resolution – Highest resolution possible for file size to ensure the video is not
pixelated.
 Length – video duration should be : 15:30 or 60 sec long.
 File type - .mov or .mp4

 Companion Banners :
 File size – max is 100KB
 Dimension – common sizes are 300x250, 300x60, 728x90
 File type - most common are .jpeg or .gif
Video Transcoding Best Practices

 DCM automatically generate multiple files types of the same video when its is
uploaded into the system (Transcoding)
 Switch :

 Video suite inspector :

https://developers.google.com/interactive-media-ads/docs/sdks/html5/vastinspector
Difference between VPAID and VAST
CRS – colour coding
 Green – new placements
 Yellow – creative swap
 Blue – special direction
 Orange – On hold
 Red – Deleted Placements
Tags :
After trafficking the tags are pulled in the excel format and given to publisher.

The placement tag type used for every served impression. The possible values
are:
 Standard
 Iframe/JavaScript tags
 JavaScript
 Pre-fetch
 Click tracker
 Internal redirect
 Tracking ad click
 Ins (iframe or JavaScript)
Supported tags for each asset
Cache busters :

 A cache buster is a unique piece of code that prevent a Brower from reusing
an ad it has already seen and cached , or saved, to a temporary memory file.

 To ensure proper cache- busting, replace[timestamp] with a dynamically

generated random number.
Standard tags :

 Standard tags are a type of placement tag. They only serve for placements
with dimensions of 1x1. Standard tags use an anchor tag (<A HREF>) and an
image tag (<IMG SRC>).

 Example : (Tracking pixel)

<A
HREF="https://ad.doubleclick.net/ddm/jump/Nxxxx.site-keyname/Byyyyyyy.Pzz
zz; sz=widthxheight;kw=[keyword];ord=[timestamp]?">
<IMG
SRC="https://ad.doubleclick.net/ddm/ad/Nxxxx.site-keyname/Byyyyyyy.Pzzzz;sz
=widthxheight;ord=[timestamp];dc_lat=N;dc_rdid=Czzzz;tag_for_child_directed_
treatment=I?" BORDER=0 WIDTH=X HEIGHT=Y ALT="Click Here"></A>
Anatomy of standard tags :
A HREF: An HTML anchor and hyperlink reference tag that tells a user's browser to call the web address
when a user clicks on the ima'ge.

ad.doubleclick.net: The web address of the Campaign Manager ad servers.

Make sure that sites use the web address included in your tags, not a corresponding IP address, because
our IP addresses are subject to change.
ddm: This is a new parameter that distinguishes Campaign Manager tags from the legacy product (DFA). It
makes no difference to how you export or implement your tags.

jump: A command, passed to the Campaign Manager ad servers, that is used for counting clicks. When a
user clicks on the image, the actual clickthrough URL is substituted dynamically.

Nxxxx: The Campaign Manager account ID.

site-keyname: An identifier for a site, based on the site's web address.

Byyyy: The Campaign Manager campaign ID.

.Pzzzz: The Campaign Manager placement ID.

 sz=widthxheight: The dimensions of the placement, in pixels. This information
enables the Campaign Manager ad server to deliver a creative of the right
size. For interstitial placements, sz= is left out of the tags.

 kw=[keyword]: You can use the kw= parameter to pass keywords to the
Campaign Manager ad server. Keyword targeting is typically used for ads that
are served on the results page of a search, and the value of the kw= attribute
is the user's query. For example, if a user searches for car, then the
parameter in the tags would be kw=car.

 It is up to the site to determine when to serve the Campaign Manager

placement tags and to insert the appropriate keyword whenever the tags are
served.

 ord=[timestamp]: For the ord= parameter, sites are responsible for

dynamically inserting a unique string (not necessarily a timestamp) each time
a user visits the site. The purpose of making the tags unique is to prevent web
browsers from serving cached creatives to the user.
Click tracker tags :

 Click trackers are used to record the number of clicks on creatives that are
not served by Campaign Manager, or clicks on text links, links in emails, or on
other elements that are hard-coded on a website.

 Example :
https://ad.doubleclick.net/ddm/clk/[ad ID];[placement ID];[verifier]?[landing
page URL]
 https://ad.doubleclick.net/: These parameters are the same as in standard tags.

 clk: Lets the Campaign Manager ad servers know that this is a click tracker.

 [ad ID];[placement ID]: The IDs of the ad created for this click tracker and of the
targeted placement.

 [verifier]: A character that is created according to a proprietary algorithm and used

internally to verify that the tag has not been tampered with. – (appended with the
unique code by the ad server)

 ?[landing page URL]: The web address to which the user is ultimately sent.

 The landing page URL is only included with static click trackers. In a dynamic click
tracker, the second part of the tag, beginning with the ?, is left out. When the user
clicks on the tagged feature, the Campaign Manager ad server dynamically inserts
the landing page URL that the trafficker specifies in Campaign Manager.
Tracking ad tags
 Tracking ad tags appear in your tag export as a "Tracking ads" section. This includes tag URLs for
impression and click tracking.
 Impressions (image):
<IMG
SRC="https://ad.doubleclick.net/ddm/trackimp/Nxxxx.site-keyname/Byyyyyyy.n;dc_trk_aid={ad_id};dc
_trk_cid={creative_id};ord=[timestamp];dc_lat=N;dc_rdid=Czzzz;tag_for_child_directed_treatment=I?"
BORDER="0" HEIGHT="1" WIDTH="1" ALT="Advertisement">
 Impressions (iframe):
<IFRAME
SRC="https://ad.doubleclick.net/ddm/trackimpi/Nxxxx.site-keyname/Byyyyyyy.n;dc_trk_aid={ad_id};dc
_trk_cid={creative_id};ord=[timestamp];dc_lat=N;dc_rdid=Czzzz;tag_for_child_directed_treatment=I?"
WIDTH=1 HEIGHT=1 MARGINWIDTH=0 MARGINHEIGHT=0 HSPACE=0 VSPACE=0 FRAMEBORDER=0
SCROLLING=no BORDERCOLOR='#000000'></IFRAME>
 Impressions (JavaScript):
<SCRIPT language='JavaScript1.1' SRC="https://ad.doubleclick.net/ddm/trackimpj/Nxxxx.site-
keyname/Byyyyyyy.n;dc_trk_aid={ad_id};dc_trk_cid={creative_id};ord=[timestamp];dc_lat=N;dc_rdid=Cz
zzz;tag_for_child_directed_treatment=I?"></SCRIPT>
 Clicks:
https://ad.doubleclick.net/ddm/trackclk/Nxxxx.site-keyname/
Byyyyyyy.n;dc_trk_aid={ad_id};dc_trk_cid={creative_id};dc_lat=N;dc_rdid=Czzzz;tag_for_child_directed_
treatment=I
iframe/JavaScript tags :

 iframe/JavaScript tags are the most commonly used type for placements that
can deliver both standard images and rich media. They begin with IFRAME
SRC=.
 Example :
<IFRAME
SRC="https://ad.doubleclick.net/ddm/adi/Nxxxx.site-keyname/Byyyyyyy;sz=wid
thxheight;ord=[timestamp];dc_lat=N;dc_rdid=Czzzz;tag_for_child_directed_treat
ment=I;kw=[keyword];click=?" WIDTH=X HEIGHT=Y MARGINWIDTH=0
MARGINHEIGHT=0 HSPACE=0 VSPACE=0 FRAMEBORDER=0 SCROLLING=no
BORDERCOLOR='#000000'>
<SCRIPT language='JavaScript1.1'
SRC="https://ad.doubleclick.net/ddm/adj/Nxxxx.site-keyname/Byyyyyyy;abr=!
ie;sz=widthxheight;ord=[timestamp];dc_lat=N;dc_rdid=Czzzz;tag_for_child_direc
ted_treatment=I;kw=[keyword];click=?">
</SCRIPT>
</IFRAME>
JavaScript tags :

 JavaScript tags can deliver image, HTML5, and Rich Media creatives. They can
be useful for sites that already use their own iframes for complex page
layouts, or for publishers who would prefer not to use iframes.

 The parameters in JavaScript tags are the same as those as those in the
JavaScript part of iframe/JavaScript tags, except that the abr=!ie parameter
is left out because there is no need to exclude any browser types.
Pre-fetch tags :

 Pre-fetch tags are used to deliver in-stream audio, in-stream video, and in-stream video redirect
creatives. When pre-fetch tags request an ad, Campaign Manager sends the ad content first and
logs the impression after the ad content loads. Campaign Manager logs the impression only once
the primary audio or video asset has buffered enough to start playing. The tag "fetches" the content
before the impression is logged. Campaign Manager is VAST 2.0, 3.0, and 4.0 compliant, and
provides pre-fetch tags for each type. Pick the tag you need or send both to the publisher.

 VAST 2.0 pre-fetch tag

https://ad.doubleclick.net/ddm/pfadx/Nxxxx.site-keyname/Byyyyyyy;kw=[keyword];
sz=widthxheight;ord=[timestamp];dc_lat=N;dc_rdid=Czzzz;tag_for_child_directed_treatment=I;dcmt=t
ext/xml
 VAST 3.0 pre-fetch tag
https://ad.doubleclick.net/ddm/pfadx/Nxxxx.site-keyname/Byyyyyyy;kw=[keyword];
sz=widthxheight;ord=[timestamp];dc_lat=N;dc_rdid=Czzzz;tag_for_child_directed_treatment=I;dcmt=t
ext/xml;dc_vast=3
 VAST 4.0 pre-fetch tag
https://ad.doubleclick.net/ddm/pfadx/Nxxxx.site-keyname/Byyyyyyy;kw=[keyword];
sz=widthxheight;ord=[timestamp];dc_lat=N;dc_rdid=Czzzz;tag_for_child_directed_treatment=I;dcmt=t
ext/xml
Internal redirect tags
 Use internal redirect tags to serve Campaign Manager ads on sites that use
Google Ad Manager(publisher ad server). Since these tags are processed
internally within Campaign Manager(ad ad server) and Ad Manager
systems(publisher ad server), there are several benefits to sending internal
redirects to Ad Manager publishers, including: - both the tools owned by google

Reduce latency: Because there are no requests to any other servers to serve
internal redirect tags, there is no increased latency.
Prevent counting discrepancies between Campaign Manager and Ad Manager:
Internal redirect tags don't require any additional macros for click tracking and
keep the discrepancy of clicks between Campaign Manager and Ad Manager under
2%.
Richer domain information in Verification: Internal redirect tags provide the same
rich domain information in Verification as the ins tag, giving you greater visibility
into where your ads are serving, as well as better facilitating brand safety and
spam protection.
Ins tags :

 The ins tag is a new form of tag that works for iframe or JavaScript and has a
different format than other tags. The tag provides richer domain information
in Verification, giving you greater visibility into where your ads are serving.